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Designing Meaningful User Journeys - Confab Intensive 2016

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Chances are, you’re already using user journeys to plan how people will interact with products you design. Writers have been doing this for centuries—creating characters, and working out how those characters interact with their newly designed world. In this workshop, we’ll discuss one common narrative framework, Joseph Campbell’s “monomyth,” and how we can use it to create robust user journeys that drive helpful design and address real human needs.

If you're ready for a fresh approach to user experience, join this workshop and learn how to:

- Introduce useful tools from screenwriting that apply to user journey mapping
- Identify bottlenecks, important players, and deeper underlying challenges of design problems
- Explore how critical frameworks from comparative literature and film theory can be useful in evaluating user experiences

Published in: Design
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Designing Meaningful User Journeys - Confab Intensive 2016

  1. 1. DESIGNING MEANINGFUL USER JOURNEYS A NARRATIVE APPROACH TO MEETING NEEDS MATT EDWARDS CONFAB INTENSIVE‘16 @ASTRONAUTPNGUIN http://bit.ly/2d7JmyU
  2. 2. AGENDA INTRODUCTION LEARNING NARRATIVE EXERCISE ONE STORY CIRCLE EXERCISE TWO BREAK APPLYING NARRATIVE EXERCISE THREE DISCUSSION/Q&A 9:00 AM 9:05 AM 9:30 AM 10:00 AM 10: 20 AM 10:50 AM 11:00 AM 11:15 AM 11:45 AM
  3. 3. WHO’S“SPUN OUT”AT THE START OFA PROJECT?
  4. 4. USERTYPES MOTIVATIONS TOOLS COMMON BARRIERS SUCCESS STATES
  5. 5. WE’RE NOTTHE ONLY ONES. TURNS OUT IT’S PRETTY COMMON!
  6. 6. GOOD COMPANY.
  7. 7. BRING IT BACKTO HISTORICAL CONTEXT CAMPBELL, VOGLER JOSEPH CAMPBELL
  8. 8. CHRISTOPHERVOGLER
  9. 9. BREAKDOWN OF HERO’S JOURNEY SO WHAT IS IT?
  10. 10. THE ORDINARYWORLD (HERO)
  11. 11. THE CALLTOADVENTURE (HERALD) (TRICKSTER)
  12. 12. REFUSAL OFTHE CALL
  13. 13. MEETINGTHE MENTOR (MENTOR)
  14. 14. (THRESHOLD GUARDIANS ERRY-WHERE) CROSSINGTHETHRESHOLD
  15. 15. TESTS,ALLIES,AND ENEMIES (ALLY) (SHAPESHIFTER)
  16. 16. THEAPPROACH (NOT A MOON)
  17. 17. THE ORDEAL (THE SHADOW)
  18. 18. THE REWARD (THE TREASURE) (PROBLEMATIC)
  19. 19. (THRESHOLD GUARDIANS) THE ROAD BACK
  20. 20. (PORKINS) THE RESURRECTION
  21. 21. RETURNW/THE ELIXIR (FORCE = ELIXIR)
  22. 22. EXERCISE BREAK DOWN A POPULAR STORY/MOVIE USING THE HERO’S JOURNEY.
  23. 23. INTROTO HARMON BACKGROUND, CHANNEL 101
  24. 24. INTROTO HARMON BACKGROUND, CHANNEL 101
  25. 25. MNWUD 2014@ASTRONAUTPNGUIN (#SIXSEASONSANDAMOVIE)
  26. 26. THE STORY CIRCLE WHAT IS IT?
  27. 27. THE STORY CIRCLE 1 3 5 7 2 46 8
  28. 28. BREAKDOWN OF STORY CIRCLE JUST A FEW STEPS
  29. 29. 1. A CHARACTER IS IN A ZONE OF COMFORT 2. BUT THEY WANT SOMETHING 3. THEY ENTER AN UNFAMILIAR SITUATION 4. ADAPT TO IT 5. GET WHAT THEY WANTED 6. PAY A HEAVY PRICE FOR IT 7. THEN RETURN TO THEIR FAMILIAR SITUATION 8. HAVING CHANGED THE STORY CIRCLE 1 3 5 7 2 46 8
  30. 30. BREAKDOWN OF STORY CIRCLE AND A FEW MORE QUADRANTS
  31. 31. A CHARACTER IS IN A ZONE OF COMFORT BUT THEY WANT SOMETHING THEY ENTER AN UNFAMILIAR SITUATION ADAPT TO IT GET WHAT THEY WANTED PAY A HEAVY PRICE FOR IT THEN RETURN TO THEIR FAMILIAR SITUATION HAVING CHANGED
  32. 32. WHEN YOU HAVE A NEED YOU GO SOMEWHERE SEARCH FOR IT FIND IT TAKE IT THEN RETURN HAVING CHANGED
  33. 33. WHEN YOU HAVE A NEED YOU GO SOMEWHERE SEARCH FOR IT FIND IT TAKE IT THEN RETURN HAVING CHANGED
  34. 34. YOU NEED, GO SEARCH, FIND, TAKE, RETURN CHANGED.
  35. 35. YOU NEED, GO SEARCH,FIND, TAKE, RETURN CHANGED
  36. 36. CONSIDER DUALITIES REFLECTING ACTING CONCRETE ABSTRACT
  37. 37. CONSIDER DUALITIES REFLECTING REFLECTING ACTING ACTING ABSTRACT ABSTRACTCONCRETE CONCRETE
  38. 38. EXERCISE CREATE A NEW STORY IN THE STYLE OF A MYTH, FABLE, OR FAIRY TALE
  39. 39. BREAK SEE YOU IN 10 MIN!
  40. 40. APPLYINGTHISTO USER JOURNEYS ANALYSIS VS. SYNTHESIS
  41. 41. COMMON LANGUAGE ANALYSIS VS. SYNTHESIS
  42. 42. ANALYSIS SYNTHESIS
  43. 43. ANALYSIS BREAKING DOWN EXISTING EXPERIENCES INTO INDIVIDUAL COMPONENTS
  44. 44. ANALYSIS IMPORTANT PLAYERS
  45. 45. ANALYSIS KEY CHALLENGES
  46. 46. ANALYSIS DEFINING SUCCESS/FAILURE
  47. 47. UNDERSTANDING RESEARCH!
  48. 48. UNDERSTANDING RESEARCH!
  49. 49. CHANNEL 2 CHANNEL 3
  50. 50. client client client
  51. 51. SYNTHESIS COMBINING INDIVIDUAL COMPONENTS INTO A COHESIVE WHOLE
  52. 52. SYNTHESIS CREATING NEW EXPERIENCES
  53. 53. SYNTHESIS FEEDBACK LOOPS
  54. 54. SYNTHESIS MULTIPLE USER TYPES
  55. 55. SYNTHESIS INTERSECTING NEEDS
  56. 56. HERO’S JOURNEY VS STORY CIRCLE ADVANTAGES & DISADVANTAGES
  57. 57. DESIGNINGA NEW EXPERIENCE!
  58. 58. EXERCISE BREAK DOWN A POPULAR USER EXPERIENCE USING THE HERO’S JOURNEY. DESIGN A USER JOURNEY FOR A NEW COMPETITOR TO THE SERVICE YOU ANALYZED.
  59. 59. THANKYOU! QUESTIONS? TWITTER: @ASTRONAUTPNGUIN EMAIL: MATT.EDWARDS.0@GMAIL.COM

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